利益相关者理论下的公益事业营销

On Cause Marketing upon the Basis of Stakeholder Theory

公益事业营销是欧美一些企业采用的兼顾慈善公益和商业利益的品牌营销模式,自20世纪80年代诞生以来,在国外获得了迅速的发展和推广,但其在中国的应用和研究还处于较为落后的状态。为此,以公益事业营销为研究对象,阐述了利益相关者理论与公益事业营销的密切关联,并从利益相关者理论视角构建了公益事业营销的运作流程,提出中国企业开展公益事业营销应选准公益项目、体现个性特点、开展多维宣传、完善决策机制。

As a marketing model applied commonly by many European and American enterprises, cause-marketing connects public interests and business profits as a whole. Although it has been accepted extensively abroad since 1980s, cause-marketing is operated and researched under a comparatively lagging condition in our country. There are closed relations between cause-marketing and the stakeholder theory. This article clarifies the basic effect that the stakeholder theory imposes on cause-marketing, brings forward the operation process of cause-marketing under the guidance of the stakeholder theory and finally offers some suggestions for the application of cause-marketing in our country, such as choosing right items possessing special peculiarity, developing multidimensional publicity, and perfecting decision-making mechanisms, etc.